Adam Blumenthal has championed affordable sustainability for the masses in the yarn/craft category. Although sustainability has become ubiquitous in the hearts and minds of much of the public, the knitting and craft yarn industry has historically lagged.

Determined to be a first mover in sustainable products, Blumenthal has helped Lion Brand Yarn develop, manufacture and offer sustainable products made from natural sources as well as implement more innovative product sourcing methods.

Lion Brand’s approach is an amalgamation of high-quality premium sustainable yarns with best-in-class content that inspires. Its Truboo and Coboo yarns are made of eco-friendly bamboo and bamboo/cotton blend. Lion Brand’s Respun line is made from recycled plastic bottles and is Global Recycle Standard-certified recycled polyester.

Lion Brand promotes these lines by tapping into the hundreds of thousands of craft enthusiasts on social media. Leveraging partnerships (and fans) with celebrities like Vanna White and Sutton Foster, organizations like Mental Health America and the TV show Schitt’s Creek, the company has spread the sustainability message far and wide.

Lion Brand has expanded its sustainability footprint with consumers, with sales of sustainable products up 25% year-over-year. The goal is to have 50% of its products sustainable within the next five years. Lion Brand is constantly working to keep up the sustainability momentum; in early 2023, it will partner with craft retailer JOANN and will have dedicated sustainable sections in its stores nationwide.